Barrchives How Hightouch Builds RL Agents For Marketing Teams, with Kashish Gupta, Co-CEO at Hightouch
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Mar 19, 2025 Kashish Gupta, Co-founder and Co-CEO of Hightouch, discusses the revolutionary impact of AI on marketing. He delves into the rise of Composable CDPs, illustrating how they empower marketers with data democratization. Gupta reveals how reinforcement learning agents optimize campaigns through tailored reward systems and highlights the technical challenges faced in building these AI models. He emphasizes the balance between AI efficiency and the creative input needed from marketers to truly engage customers in an increasingly automated landscape.
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High Touch's Pivot to Composable CDP
- High Touch initially offered marketing layers on data warehouses, giving marketers access to their own data.
- This evolved into a composable CDP, used by large brands like PetSmart and Spotify.
Data Democratization Unleashes Creativity
- Giving marketers direct data access doesn't just speed up existing campaigns; it sparks new ideas and experimentation.
- This data-driven approach allows for more personalized, omni-channel marketing strategies.
AI Agents as Individual Marketers
- High Touch's AI decisioning uses reinforcement learning (RL) agents, acting like individual marketers for each customer.
- These agents analyze past actions and available campaigns to optimize towards specific outcomes, like increased LTV.